Unilever is increasing its field salesforce and launching new ice cream products to help retailers tap into the category’s trends. Points to ice cream freezers as the key to grow sales.
The company aims to reach five times as many retailers and has pledged to place more ice cream freezers in stores.
The new products, launching across its Twister, Feast, Cornetto and Magnum, are available from March and tap into the trends of snacking, lower-calorie treats and luxury.
With sales growing by 5% in 2015, Magnum is following its Pink and Black launch with Magnum Double, which includes two flavours, Double Chocolate and Double Peanut. Magnum Double is available as singles and in multipacks of three, RRP £1.90 and
Launching as part of the Wall’s Kids range, Twister Blackcurrant is available in singles and mini multipacks of six, RRP £1 and £2.49 respectively.
Also under Wall’s, the new Feast Snack Bar will be backed by a £3.5m ‘Talking ice cream’ campaign. It comes in singles and multipacks of six, RRP £1 and £2.25 respectively.
New Cornetto Choc ‘n’ Caramel Disc is available as singles, RRP £1.50, and multipacks of four, RRP £2.99. It is supported by a £3m campaign that includes TV advertising and digital activity,
Noel Clarke, brand building director for ice cream at Unilever, told Retail Express there is scope for retailers to give more space to ice cream.
“A lot of convenience stores in Ireland have two freezers or the bigger 18-basket ones. If you look at the relative performance, the average freezer in an Irish store sells four times more than the same one in a UK store,” he added.